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Archive for April, 2013

An idea that comes into our brain every year in November of Decemebr is the fact that it’s time to sit down, look at the years numbers as the years comes to a conclusion and start planning for the year coming up. But as we progress through the year, how many times do we actually pull out that Business Plan and see if our excution has been strong enough to actually attin the goas we set forward – both weekly and monthly?

Pretty good question. This post sees our founder, Rick Brash, getting his readers to do just that and make a decision as to whether or not the goals set were reasonable enough to get to. This is a good read, hope you enjoy it…RR

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     Hi everyone, Rick here with some things to think about as we slide into a new month. It’s all about working ON your business, not just IN it.
FIRSTLY….June!
     We’re getting VERY close to the Anaheim SuperConference event in June, June 6-8 to be exact. If you haven’t registered yet PLEASE DO SO today and make plans to attend every session. This hotel is right at Disney so lots of our members make a week of it, bring the family and do the whole Disneyland experience for a day or two prior – if my kids were of that age, that’s what I’d do. Call Tina for your room – 888.871.3876 ext. 225.
     Also DON’T FORGET that our coaching members have a special “members only” session  with Craig and the coaching team at the exclusive Coaching Retreat on June 8. This was always my favorite session as I went through the coaching program…
     SECONDLY…You!!
YOUR 2013 BUSINESS PLAN:
     It’s April, in fact April has almost passed in to the memory banks. As many of you remember, when we started 2013, one of the things I was really fussy about was the importance of working with a Business Plan. Remember? I harped on that for a reason – so we could see and understand the path we needed to be ion. Hopefully it’s STILL sitting on your desk and you are referring to it on a regular basis. I hope you look at it every month as you do your month end.
     That very personal business plan keeps you in check with a number of key things – ALL related to that road map you established taking you from January to December with a list of predetermined accomplishments accomplished!!! (what a mouthful!) If you recall, creating a deal a week was a GREAT goal for 2013 and through the analysis of how to do that, you established working criteria.
     SO…HOW CLOSE ARE YOU ADHERING TO YOUR SUCCESS CRITERIA? How many layers of marketing are you working with? How many leads are you creating every week? How many of those leads are you speaking to? How many of those “spoken to” leads are you meeting with on a regular basis? How many BUYER meetings are you doing each week? How many SELLER meetings? How many BUYER files do have you gained as a result of those meetings? How many listings do you have? What’s your lead to meeting to client standard now (10/4/2)? Or, is it all hit and miss? Hopefully not. How many closed deals do you have this year? I sincerely hope you are using all the tools we’ve provided you to get good, relevant working data so you know what’s up with your business, your lead gen marketing strategies, your conversion efforts, your face-to-face meeting success, your ongoing client management, and (obviously) your income.
     So, looking honestly at the questions above, how close are you to your 2013 BUSINESS PLAN?
BUSINESS PLAN – ACTION PLAN!
     If you need more leads, time to take stock of your marketing strategy: Here’s a quick way to remember the correlation between what your doing with your marketing and what you’re creating as a result…
     NOT ENOUGH LEADS probably means NOT ENOUGH MARKETING or the WRONG MARKETING MESSAGE is being used. Restudy the stats, check the local selling and buying trends and adjust your message. If every time you run a campaign you get leads that means you are balancing those three critical things – the Market, the Message, the Medium used. But if the leads aren’t enough, you should add a layer or two of marketing using the same or a very similar message.
     NOT ENOUGH APPOINTMENTS probably means you aren’t getting proficient with the Universal Call Back Script. PRACTISE, get on to EVERY Thursday’s role-play with James, Craig, or myself, PRACTISE with your friend, partner, or spouse. Start by memorizing the words, then internalizing them so they easily drive the conversation you have with a prospect. Then, once you ONLY use it, you become a master and your rate of appointments easily goes UP.
     So, again, if you simply need/want more leads, GET YOUR MARKETING ON STEROIDS, plain and simple. Here’s a partial guide as to where you can find prospects using a direct response, relevant message.
     CRAIGSLIST, KIJIJI, BACKPAGE, ETC.: Ok, right out of the gate I’ll tell you that to really make the on-line classifieds work, you have to put the time and effort in. Craig has said it a hundred times, these are NOT the be-all, end-all but they DO create leads when the mediums are used correctly. Our best members, who create lots of opportunity with these on-line sites post numerous tomes a day, have 50 or 70 ads in their account all reflecting what’s going on locally. Use this on-line source for sure but be posting ALL THE TIME to keep your ads front and center. Once you start to get leads from a campaign on line, spread that campaign and message out over a couple more mediums because you’ve tapped in to the local trend. Keep your ads fresh, change your pictures, be VERY conscious of your headlines, and KEEP POSTING. Yes you’ll get flagged sometimes, maybe even ghosted (usually caused by other agents), but be patient, don’t take it seriously, keep going and stay calm!
     NEWSPAPER: Local, free delivered to each house in a geo area should be good source of leads if it has Real Estate advertised. A classified, a display, an editorial, a couple of your listings, a banner ad, notice of your Sunday tour all work and grab the attention of the looking prospects. Use an attention grabbing headline like the paper does. Use a Hotline in your ad to get prospects calling and asking you for what you’ve offered – a list, a report, a feature sheet on your listing, whatever makes sense for YOUR local market conditions.
     DIRECT MAIL: A direct mail campaign using a direct response postcard or a direct response flyer should be sent to a high turnover area that’s seeing great sales, lower than average DOM, or sales that happen in a matter of days when a house goes up for sale. Choose the right neighbourhood based on the MLS stats or www.QLSystemStats.com and put that direct response piece of mail in the mailboxes every 2 weeks.
     GOOGLE ADWORDS: About 90% of all transactions START on-line with almost all enquiries coming via search engine. Makes pretty good sense for us to be there with a very relevant campaign that matches the commonly used search words, terms and phrases. Call Success Website and turn it on today with a good working budget. i.e.: If a “Homes For Sale in <city>” click costs $1.50 and your budget for the day is $5.00 you will only get 3 or 4 clicks and you are done. Use a decent working budget and try to use terms and phrases used by the public that don’t cost as much.
     FACEBOOK PPC: Again, a simple, very scientific way to choose a section of your local network (you can eliminate teenagers and school kids completely) to present a direct response message to that appropriate audience. It’s simple, inexpensive but effective that easily reflects local trends as determined by a study of your MLS. Sit down and create 3 ads today that speak directly to the busiest sector of the network/market you work in. As you’ve learned, DRIVE that traffic to the appropriate landing page in your LESS BRANDED site.
     FOR SALE SIGNS: Does your sign simply say “FOR SALE” or does it actually create some sort of enquiring. curious traffic through either a sign rider, a hotline, or both. Why not create simple FEATURE SHEET REQUESTS or make the “Every Day Open House” offer on your signs. Don’t waste a single sign – get a hotline rider out there or the Trade Up sign rider and get those prospects doing something, going somewhere other than your office or cell phone number.
     DATABASE: What message do you put out to your database? If you have anybody in your database that has NOT bought yet what message are you sending them? Distressed property list? Home evaluation promise? Area sales report offer? Six mistakes to avoid BEFORE buying report? Eleven inspection traps to avoid? Send your database a direct response e-mail or letter once every 2 weeks just to get them moving. As well, use your MONTHLY NEWSLETTER to keep in touch with them, it’s full of hooks to, again, grab the prospects attention and get them directed back to a hotline or a landing page.
     What are you doing with your listings? Remember to highlight those as a marketing hook as well. Get a HOTLINE in that marketing, compel a prospect to call in and listen to a QUICK, PRE-RECORDED message to obtain more info. In your script let them know they can get a fully-loaded, full colour feature sheet with ALL the details, pricing information, and book a private showing just be leaving a request at the end of the message. Remember, what do buyers look for? Pictures of houses for sale and lots of them!
     Run constant marketing for your listings. Create easily obtained Feature Sheets/ Flyers with ‘other’ offers built in as well – lists, evaluations, subsequent reports, USP promises, etc. – all over and above the features of the listing. Your best strategy for a listing is to get interested people to ASK FOR MORE once you’ve strategically whetted their appetite through a carefully worded, emotionally driven, brief description instead of feature dumping every conceivable item the house has which only eliminates prospects at the outset.
     There’s lots more ways to run inexpensive marketing that gains leads but, as always, the key is to DO IT. Prospects react when they see a solution to their issues by simply following the trail you create back to your website or your Hotline.
Go Get ‘em
-Rick
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Every now and then, a simple bit of advice seems to draw in a collection of comments. It’s often said that to rejuvenate a career, GET BACK TO BASICS. Regular readers of this forum will see the simple methods top producing agents can easily use to stimulate growth, enthusiasm, and, ultimately, sales. The note below that Rick shared with some hard-working agents created a myriad of comments and requests for more similar posts and advice. As such, we thought it would be good to share part of it publicly.

In essence, what you’ll likely conclude from reading this is this: Tracking the effectiveness of every system you’ve built to better your business is a good decision. In fact,  it’s just common sense to track any system you’ve delegated to ‘real time’ operation. For this post, it’s our inbound lead generation and the conversion success we want to keep an eye on. As you’ll read below, it’s simply to see if it’s getting better, getting worse, or staying stagnant.

The tracking form, referenced in this post, is available by dropping us a note to:  Requests@RelentlessRealtors.com. We’ll send it to you ASAP if you simply ask us!!    ……RR

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Hi Everyone, I’m a little behind in my written communication lately, just too much to do and not anywhere near enough time to do it. I hope this note , finds everyone busy, happy, and working hard.

So this is about 2000 words or so about the conversion of your inbound leads….

One of the things I just want to reiterate with you is the supreme value of seeing, knowing, and  understanding what your lead gen and lead conversion numbers tell you about your business. I believe most of you have a copy of my LEAD TRACKING SHEET, if not send a note to Requests@RelentlessRealtors.com to get one and we’ll make sure you have it to work with moving forward from today. PLEASE USE IT or something just like it. Mine here isn’t very fancy or exciting but it serves the purpose well that I designed it for a few years ago. It  helps you stay on task day after day, week after week with identifying what’s going on with the marketing and conversion foundation of your business. In my mind, from an entrepreneurs perspective, YOU SHOULD KNOW THESE NUMBERS. The whole purpose of using it is to help you progress with your lead gen business model.

So, let’s revisit what these numbers really mean to a Lead Generating real estate professional. Doing this will probably help you see that being willing to autopsy yourself to see what you are accomplishing is a soul cleansing activity…

There’s 5 (FIVE) revealing but critical columns you work with every day, every week, every month. Print it off now if you haven’t already or reach over on your desk and grab your copy.

LEADS GENERATED: Remember, the basis and foundation of our program is to constantly improve and get close to an AUTOMATIC system of creating inbound leads day in and day out. For new readers, ‘Automatic’ means it runs WITHOUT us chasing and begging people constantly, something performance driven, Relentless Realtors have ZERO interest in doing. This FIRST column  lets you see your day-to-day results of your marketing efforts. As I started out on the Quantum Leap system I didn’t have too much trouble creating leads. Easy to do when you study the local scene to determine just what’s trending. Just create something similar to the driving forces and voila!! leads – however, keeping track of tyhem all quickly became a task unto itself and unless I did a good job of that, I would have never been able see any improvement, growth, or change. So, I worked with my TRACKING SHEET every single day for 4 years as I learned to become an adept marketer. Some days my sheet revealed I got ZERO leads. Other days, like Thursdays and Fridays, with the release and distribution of our Real Estate newspaper and my full page ad, I got 25 or 30 requests for info, much of it simply for feature sheets on our listings. Same thing after the magazines were released during the first week of every month – huge bump in leads because the ads were new and fresh. What really matters here is that we KNOW when and how many. Beyond this scope, a little more behind-the-scenes research told me WHERE they were coming from but importantly we could see the daily and weekly trends  and the fact that we were getting leads and requests etc. Our month-end procedure included a completed and reconciled copy of that sheet. It often had coffee stains and was usually was doodled and scribbled on, not to mention all the notes scribed on it but it served it’s purpose, kept my brain in the loop about the important numbers in my marketing backbone. Don’t minimize the value of working with this sheet EVERY day to literally SEE  what’s going on.

CONTACTS MADE: Here, we simply detailed how many people we spoke in a day. Over the course of a week, as the first line of attack in our inside sales efforts, I made the majority of the calls, creating those communication lines directly to our prospects. I know many of you have commented that I seem very comfortable with the script, the objection handling it creates, and an easy, seamless transition in to an irresistible offer for a buyer or a seller to take advantage of. Thanks for the kind words but it’s only from DOING it over and over again that I gained a comfort with the words. Craig showed me years ago that mastering this one four-minute conversation was a crucial distinction to keep working on. Truthfully though, as I’m sure you know, sometimes I completely blew it. I may have misread the personality type of the person I was speaking to or missed a comment made, or just got off track because I was distracted. I’ll admit it, I’m human, like everyone else. Sometimes I got hung up on, sometimes I did a terrible job of asking for the appointment. But guess what, I stayed the course with the Universal Call Back Script and did it and did it and did it until those words were completely burned in to my brain. It ended up going WAY beyond memorizing; it was more like internalizing and mastering. The best athletes in the world practice and practice for more hours than they can count. Phil Mickelson says he’s hit more balls to perfect his short game than anything else. He claims to have no idea how much he’s practiced that facet of his game but he’s one of the best in the history of golf inside of 100 yards.  To learn the Craig’s methods I did the role-play clinic as often as I physically could, I ran to the mic to get tuned up on the script by Craig in front of 2500 people whenever he asked for volunteers, (since 2000 I’ve never missed a single SuperConference) role-played with my team, my friends, my wife, myself in the mirror, I would have role-played with my dog if she had been able to sustain the conversation (I would have done that privately though, as I likely would have been committed to a mental ward if  my wife caught me talking to the dog that way!!), we even have a long time friend/member/student who will look at you wherever you are (at a game, in the bar, in the Hot Tub, ANYWHERE) and say: “Hey, wanna do a role-play?” I almost always did and all it did was get us better at the art of conversion, the number this column wants inserted.

So, sorry to rant a bit there but in this 2nd column, at the end of the day we simply inserted that number in the box as to how many people we talked to . I would insist that any agent making calls in our organization did the same so we could see their growth and also track our numbers. I did have to bug our agents to get their month end reports in if they made calls but it helped us see how we progressed at the actual “conversion’ part of the process. 

APPOINTMENTS BOOKED: Exactly as it says, this is the number that reflects the much desired progress and effectiveness with the conversation formula and method using the UFUS as it’s theme. This is “Conversion One”, lead to appointment. Creating appointments with worthy prospects is the reason we continuously run relevant, attention grabbing marketing that creates AUTOMATIC IN-BOUND LEAD GENERATION, it’s the reason we call leads back them and talk to them determining their timing and motivation, it’s the reason our Universal Follow Up Script was developed and perfected. How many face-to-face meetings can I create? Seeing THIS number let’s me see how well  allows a pointed understanding of how good we do with Conversion One– LITERALLY! It also shows you statistically how you’re performing and let’s you create a statistical standard to work towards and beyond. What’s YOUR standard NOW? What was it before, what are you trying to attain in terms of a higher standard or, more importantly HAVE YOU EVEN DEVELOPED A STANDARD?? Every successful business holds itself accountable, pursues attainable standards. So, that means you MUST become accountable to these numbers. Here’s the starting point which, by the way for a good lead generator/converter is very conservative. Start with this: 10/4/2. (By the way, the higher THE LAST TWO NUMBERS, the more $$$ you make, real easy math on this one!) The next column on our sheet is where you see if you’re getting there.

CLIENTS GAINED: So, this column allows reveals all about Conversion One and your accountability to both your lead gen efforts and, ultimately your bank account. It’s also a clear indicator if you are really working towards constant improvement and sustainability. It also reveals, as mentioned above, as to whether or not we’re just gliding along. Here’s how to really interpret and begin adapting to this 10/4/2  standard I mentioned above, this is what it means: For every 10 (ten) leads generated make sure you create at least 4 (four) face-to-face meetings with prospects. Finally, from those 4 (four) meetings be SURE you create at least 2 (TWO) “client relationships”. On your daily line, do the math and set a standard. This is a crucial distinction in your business. At least you’ll know now and you’ll have something to build on moving forward. Remember if we don’t grow and improve, we stagnate which eventually causes shrinking to start.

TRANSACTIONS: Pretty straightforward understanding of what this represents. Just put them in to reflect the month.

Now, I know that many of you are working diligently with your lead conversion. Just so you know, that’s HUGE for your business and I commend you for all you’re doing. Remember, being resourceful and versatile with your follow-up efforts is a crucial distinction that you should make and KEEP making. Keep track, put your notes in your CRM, and always be working towards improving – no excuses, be sure to SEE what you are doing rather than guessing or wondering.

Go get ‘em

-Rick

Client generation worksheet 2

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